Do you have an effective "message house" template that works to get internal buy-in and alignment on messaging?

I need to unpack this in therapy but for some not-yet-fully-explored reason, I hate messaging houses and marchitecture like that. Perhaps it feels like it's forcing structure. Perhaps it feels too permanent and untouchable (because it's housed??). Not sure. But I do concede that they can be useful and are helpful for many, many people.So, for me, if I'm trying to get internal buy-in on messaging, I try to keep it as simple, concise, and as contextual as possible. Target audience, value prop, 3 b ...Read More

The tried and true umbrella message with 3 pillars and proof points (sometimes 4 but only occasionally!) is what I use to drive buy in with executives. When I do this I also use it to drive messaging hierarchy. However when I need to work with partner teams to bring this messaging to life I turn this framework into a longer written form messaging doc that uses language that could show up in a blog or press release as the framework often has to be quite pithy. If needed I also will turn the copy ...Read More

The message house structure that actually works for us serves two goals: rigorous enough to force clarity, and visual enough to pass the hallway test with non-PMM stakeholders. Core structure: headline value proposition (one sentence, jargon-free, tied directly to buyer pain); three supporting pillars that are distinct claims rather than variations on the same theme; proof points under each pillar (data, customer quotes, product specifics); objection responses mapped to each pillar; and named di ...Read More

The message house structure that actually works for us serves two goals: it's rigorous enough to force clarity, and visual enough to pass the hallway test with non-PMM stakeholders. The core structure: Headline value proposition (one sentence, jargon-free, readable in 8 seconds, directly tied to buyer pain) Three supporting pillars (each a distinct claim, not variations on the same theme) Proof points under each pillar (data, customer quotes, product specifics, not marketing assertions) Objectio ...Read More

The message house structure that actually works for us serves two goals: it's rigorous enough to force clarity, and visual enough to pass the hallway test with non-PMM stakeholders. The core structure: Headline value proposition (one sentence, jargon-free, readable in 8 seconds, directly tied to buyer pain) Three supporting pillars (each a distinct claim, not variations on the same theme) Proof points under each pillar (data, customer quotes, product specifics, not marketing assertions) Objectio ...Read More

I have a process rather than a "message house" that my clients use to get key stakeholders in their company telling the same story based on the approved product positioning and messaging. An inclusive approach to your message creation process is the best way to get buy-in and develop consensus for your positioning and messaging. It should include informal and formal input and feedback loops with key stakeholders in sales, marketing, analyst relations, public relations, consulting, product manage ...Read More